Grocery retailers in Germany curate and offer articles from over 10,000 different manufacturers. This number is continuing to increase as customers keep demanding new brands and products. Over the last ten years, we have seen assortment breadth increase by up to 20%. This is reflected in growing average floor space per grocery outlet of around 7% across segments.
Today’s consumers embrace choice and rather buy from a portfolio of stores than being loyal to a specific outlet. On average, consumers visit 2.9 different stores to cover their weekly needs. But is this what they really want? We know that at the same time, consumers prefer grocery retailers that are easily accessible, convenient and offer a one-stop-shopping experience. Consequently, consumers will turn to those retailers that can best address these requirements at one single place. Therefore, category management and localizing assortments are becoming more and more important again.
The size of the prize is considerable: Consumer-centric assortments are THE key lever to sustainably grow net sales, profitability, and increase loyalty. Consequently, assortment optimization is experiencing a renaissance. The most beaten truism of retail – the right product at the right time and the right place with the right price – proves its applicability once again. This evolution is fueled by the proliferation of data and advanced analytics and AI. While assortment optimization approaches have significantly evolved, there is still large unrealized potential when it comes to truly mastering consumer-centric and hyper-localized assortments.